gel by essie is the Nail Polish Partner of the New York Liberty
Laura McQuarrie — April 15, 2025 — Marketing
References: instagram & beautypackaging
gel by essie is newly reformulated and to celebrate, the brand announced that it's the Official Nail Polish Partner of 2024 WNBA Champion New York Liberty. Ahead of the 2025 WNBA season, New York Liberty's mascot, Ellie the Elephant, became the brand's first-ever celebrity spokesperson and put the long-wearing nail polish to the test with her first-ever manicure.
gel by essie goes on with a two-step system (color, then top coat) and doesn't need to be cured with a UV light. What's more, gel by essie delivers a glassy shine ith up to 15 days of gel-like staying power, and a durable, chip-resistant finish thanks to patent-pending Flex-E gel technology.
Beauty brand partnerships with sports teams are on the rise, blending glamor with anticipated game day events to tap into the growing community of female sports fans.
gel by essie goes on with a two-step system (color, then top coat) and doesn't need to be cured with a UV light. What's more, gel by essie delivers a glassy shine ith up to 15 days of gel-like staying power, and a durable, chip-resistant finish thanks to patent-pending Flex-E gel technology.
Beauty brand partnerships with sports teams are on the rise, blending glamor with anticipated game day events to tap into the growing community of female sports fans.
Trend Themes
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Mascot-centric Marketing — Brands are leveraging sports mascots as unique spokespeople to create memorable marketing campaigns that resonate with devoted fan bases.
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Uv-free Nail Technology — Innovation in nail polish formulations is focused on UV-free gels that offer long-lasting wear, appealing to health-conscious consumers.
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Sports-beauty Collaborations — Collaborative ventures between beauty brands and sports teams are gaining traction, tapping into new audience segments and broadening market reach.
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Long-lasting Nail Innovations — Developments in nail technology focus on extended wear and durability, meeting consumer demand for low-maintenance beauty products.
Industry Implications
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Professional Sports Partnerships — Brands are increasingly partnering with professional sports teams to enhance brand visibility and engage with diverse fan demographics.
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Cosmetic Ingredient Innovation — The beauty industry is witnessing advancements in ingredient technology, driving a shift towards more sustainable and effective beauty solutions.
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Female Athlete Marketing — The rise in female sports enthusiasts is encouraging tailored marketing strategies and products aimed at addressing this burgeoning consumer group.
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